89 % inkrementella transaktioner och en andel nya kunder på 43 % med en modell där betalning sker per försäljning

Generate incremental sales in a highly competitive industry

Koffievoordeel, part of e-Luscious, sells coffee online in the Netherlands. Heavy-spending competitors had stepped up their presence in the category, and Koffievoordeel wanted to respond without committing fixed media budget. The requirement: a CSS partner paid purely on performance.

The affiliate team is measured on new customers, so adding a partner that doesn’t capture any new demand was off the table. Since the PPC team runs its own Shopping campaigns, it needed certainty that adding a CSS performance partner would not lead to paying twice for the same order.

Removing brand terms cost 41% of volume and lifted new-customer share only from 43% to 47%

The exclusion ran from 5 to 19 February and was designed to prove Shoparize’s efforts drove incremental performance. During the exclusion, daily conversions fell 41% against the baseline period. New-customer share rose from 43% to 47%, a small gain for a relatively high volume cost.

Auction co-presence, the share of Shoparize's remaining auctions where Koffievoordeel's own ads also appeared, rose from 81.3% in the five unrestricted weeks to 86.2% during the brand-term exclusion. Both accounts still showed auction overlap on generic queries, so cutting brand terms concentrated Shoparize's traffic where the in-house account was most present, while Shoparize gave up impression share that Koffievoordeel's campaigns only partly absorbed. Restricting the campaign shrank it without meaningfully improving who it reached, so on 20 February brand terms went back on, permanently.

When looking at order-level data across the full campaign period, only 11% of transactions driven by Shoparize campaigns showed any interaction with the in-house shopping Ads efforts; the other 89% came in without any engagement or touchpoint with in-house efforts.

-41%

daily conversions during brand exclusion

+4 pts

new-customer share during exclusion (43% to 47%)

+4.9 pts

auction co-presence (81.3% to 86.2%)